McKinsey Case Study: Beer Brand Profitability
McKinsey Case Study / McKinsey Case Interview Example
Our client has been in the beer industry for nearly 90 years. The company’s original focus was on the artisan beer market, but over time they expanded their product line to become a multi-million-dollar business with less than 5% of sales from artisan beer.
The beer market in the US, which is the relevant market, has been decreasing by 2% over the last 20 years, and our client’s beer brand has been declining at the same rate.
Despite having a strong passion for the beer brand, the company has not paid much attention to it in recent years. However, events last year brought the company’s focus back to their beer brand, which saw a decline of 15% despite selling 10 million bottles, while the market declined by only 2%.
Our client wants to understand what happened and how to grow the brand back without lowering profits.
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